about the project
While Traditional Chinese Medicine (TCM) has existed and circulated for centuries, it still has yet to find a space within a larger Western audience.
Kleva is a website designed to sell, promote, and educate its users about the benefits and origins of TCM.
Maya Nag (UX Designer) and Bernie Siu (Project manager)
In 2019, Kleva was one of the first B2C companies to sell and distribute at-home PCR COVID-19 test kits. But as tests became more accessible to the general public, Kleva needed to focus on their next venture.
I joined the team in May of 2020 for an approximately month-long collaboration. Within a one-month timeline, I had two primary goals:
Market research had been conducted to validate the market for TCM. While it was an emerging industry, it had a slower growth rate in the U.S. than in other countries.
To better understand why, I interviewed five partipants who either had moderate to high experience with TCM, or had little to no experience yet carried interest in TCM.
Younger folks were less inclined due to feeling no urgency
Non-users want guidance, unlike experienced users
Non-users need to spend a lot of time to understand TCM
synthesis & Insights
One user wanted guidance and advice, yet another user who preferred to make their own choices and do their own research. What would a product look like that could cater to both?
Kleva's website needed to be more than just e-commerce-- it needed to provide educational tools for the user to better understand their own health needs and TCM.
In the process of iterating my first designs, I conducted competitive analysis on other products and websites to assess what elements would work well with Kleva.
Other e-commerce sites for holistic products were typically sorted by ailment or desired effect.
Sorting and filtering elements were more easily accessible than a standard shopping experience.
After completing my first iteration of Kleva's MVP, I conducted usability testing with five participants.
Browse through Kleva's products, with options to sort by product form, treatment, and ingredient
Less experienced TCM users tend to prefer more product guidance during their shopping experience, which would increase likelihood of purchase.
Read about each of a product's ingredients, including its properties, its history, and its intended effects.
Experienced users prefer to do their own research while non-users don't know where to access the right information— providing an educational resource tends to both user needs.
Professional medical practitioners can guide users toward the right product for them. Alternatively, users can opt for a self-led questionnaire.
This solution caters to both the use case of wanting an individual consultation along with wanting a guided, practitioner-led one.
final thoughts and takeaways
My collaboration with Kleva was only a month-long, so I was not able to test my new designs or iterate any further. However, in closing out this project I discussed what assumptions I had, and what ideas needed to be validated in the future:
This was my first UX project outside of my design program. As such, it was my first foray into tending to stakeholder needs as well as user needs. During my collaboration I learned about the important of being able to advocate for my work and my process. Despite that, it was important to also understand ideas often don't move past the whiteboard-- and that's okay. It's part of being a UX designer.